If you have a website, you have it for a purpose.
No doubt when planning the website the first issue to be tackled was what you hoped to achieve from the website – what would be its purpose.
Once the website is created there are empirical ways to measure whether you have reached your aim.
We all know that measurement is called…wait for it… the conversion rate.
The skinny on conversion rates
The conversion rate relates to the number of conversions per number of page views of your site. The higher this number the better.
And what does “conversion” refer to?
It refers to your site’s entire purpose.
For example, if you established a website on an eCommerce platform for online business purposes,conversion refers to online sales; if the purpose is educational, the conversion may refer to how many viewers signed up for your monthly newsletter.
Have you ever visited a website that you didn’t want to leave?
Why was that?
More than likely the menus and sub-menus were well thought out and logically arranged, the colors and sizes of the headings and sub-headings were attractive, ditto the actual text.
In short, the site was user friendly and easy to navigate, and that’s what you’ve got to mimick with your website to optimize conversion.
Here are two must-have elements in a high-conversion web site (whether designing for yourself or for your clients):
Emotion and Action. (PS. if you have more to add on butt-kicking conversions, I’d love to hear your point of view. Leave a comment!)
The easiest way to tap into emotions?
When choosing colors for your site, make sure they relate to your business and evoke the emotion from visitors that will most likely turn them into customers, subscribers, etc.
Colors associate to different emotions and also have a sub conscience affect.
For example if your client is a therapist or have some sort of guidance service, use colors such as blue and purple. Blue relates to calm feeling and purple relates to wealth and being independent.
If you aren’t sure which color to choose or header to use you can try A/B split testing.
The designs or headers are split randomly between the visitors, half see one and the other half see the other. This way you can check which one is more affective.
All this ultimately culminates in the Call to Action – the actual reason you have created a website – to get visitors to do what you want them to do; to commit to a purchase, hire you for work, etc.
Emotion and wonderful design isn’t worth anything if you can get the user to act.
A “call to action” is the text, button, etc that you want them to click to purchase something or otherwise convert.
Consequently, the CTA must be concise, unambiguous, and compelling.
You want it to stand out but don’t go over the top…that’ll just drive your visitors away.
There is a lot more to creating a website than just having a Net presence. A properly designed website will help you maximize the benefits of its existence.
How do you increase conversion rates on your web sites?
What little nuggets of wisdom can you share with us about conversion rates? Leave a comment and help us all out!